In an age when everything happens online, it’s more important than ever to make a human connection and just have fun, says Broker Laurie Gagnier of Re/Max Affiliates Realty Ltd. in Ottawa.

A great way to do that is through client appreciation events, and it’s something every agent, no matter how new or seasoned, can do.

 

Something for everyone

 

Gagnier offers two main types of events every year – trivia nights and a hot chicken wings booth at a local fair. At the summer event, “we set up at craft beer night.” People sample a hot wing, then run over to the beer booth, she says.

Trivia nights are held in the winter at a local pub during their slowest month. Clients are treated to appetizers and a free drink. 

“We invite clients and friends to trivia night to just have fun. It gets people out. We have swag, like baseball caps, that every team has a chance to win,” she says. “Gift cards are saved for the last game.” 

If clients don’t want to be on a team with strangers, Gagnier suggests they bring their own team — more people to meet and mingle.

Trivia nights attract about 100 people each and are her most successful client appreciation events, and she enjoys them too.

 

The ROI

 

Gagnier says events help foster introductions to friends and neighbours of their clients, and the community in general.

Trivia nights typically cost around $500-$700 per event, which includes some complimentary food and drinks and giveaways, she says.

For movie nights, the initial setup (projector, table, and outdoor screen) cost $2,000. Movies cost about $500 each time for the rights, she says.

“Return on investment is simply having a connection made through these events, buy or sell. It only takes one new client to offset the entire four-month cost.”

She says trivia has led to four clients in two years, and movie night has led to two clients in two years.

She says a Hot Ones-themed event nets one or two clients every time. The star of the event is hot sauces, chicken wings and chicken strips, plus chips and salsa, and free beer for those who endure the 10 sauces. It costs about $500 to organize, said Gagnier.

Gagnier says what’s most important about the events is having a regular touchpoint with clients.

“Many may not come, but we have often called, emailed, or texted the majority of our client list for each one, keeping us front of mind and available for them,” she says.

“While there is a definitive place for more institutional advertising (mailers, flyers, benches, and billboards), we realized our superpowers were in the word-of-mouth style, building a business slowly, one relationship at a time, and with folks that want to have a softer, warmer introduction to asking real estate questions.”

 

Picking an activity

 

When choosing an event, Gagnier suggests doing something you enjoy. “Clients see us having a good time and they have a good time.” If you’re uncomfortable, they will be too.

Gagnier says client appreciation events should be tied to your personality. She wouldn’t hold a gala night, for example, because she’s not comfortable in that setting.

Danny Dawson, broker with Royal LePage Performance Realty in Ottawa, concurs. His first event was at a pub. He invited 75 people for drinks. “Small talk with 75 people was difficult for me,” he says, so he pivoted. Now he treats them to comedy shows. “I book out a comedy club with professional comedians sourced by the club.”

About 100 people on average attend the annual event. Dawson provides drinks, popcorn and a show. He speaks to people when they come in, but he’s not under constant pressure to talk.

In her more than 20 years as an agent, Gagnier says she has seen the popularity of events ebb and flow. “But that’s good because people like to try new things.”

 

Staying connected in the post-pandemic era

 

“COVID really threw a wrench into the gathering part of our business and I feel like we are still suffering somewhat from a COVID hangover, says Khalen Meredith, senior VP sales at Sotheby’s International Realty Canada in King City, Ont.

“That said, we have focused on smaller gatherings or ways of connecting. Whether it’s a lunch with a few clients unknown to each other, or the one-on-one approach, this seems to work well with our business model as we aren’t volume producers.”

In the past, Meredith has “held events around local school choices and invited both school admissions people and our clients with school-aged children. With our geographical area attracting families wanting excellent independent schools, this has been an important part of our client base. We have also invited clients to events around our charity and support efforts. This is a win-win.”

Having an event where everyone feels comfortable encourages mingling, and mingling often reveals “six degrees of Kevin Bacon,” Gagnier says. “People find out what they have in common and look for each other at the next event.”

 

Not every event is a slam dunk

 

Some ideas work and some don’t, but vendors need to get paid even if the event is not successful, so be prepared. Gagnier held a movie night in the park, “but it ended up being too late and too buggy and people stopped coming. Sometimes an event works a few times then interest peters out,” Gagnier says. She gives any new ideas a one-year trial to see what the return on investment will be.

“It’s not about reinventing the wheel, but rather personalizing the experience. For example, if a client owns a venue, she will hold an event there. “We involve clients in whatever we do.”

Create an event budget, then see what fits into that budget. Then ask yourself, “Would I want to attend?” If not, try another idea, Gagnier says.

You may want to hold two types of events to cater to your different clients. “People who like to skate outdoors for example, may not be interested in charcuterie board class.”

For agents who are considering their first client appreciation event, Gagnier cautions against doing “anything big and flashy.”

 

Getting started

 

Dawson says, “If you see a big idea you like, you can start by holding micro events and build up.”

“Each year, look at the group of clients you’ve serviced over year and do something that suits their lifestyle,” she says. One of her doctor clients referred her to one doctor, who referred her to another and so on. For their event, she hired a speaker who would be of interest to doctors. “It shows you know about them.”

Other events may involve an open invitation to the community for something like a free movie night. Rent a movie theatre for 10 a.m. or noon and invite everyone. It’s a great way to grow your business, Gagnier says.

Make sure you have a venue, plan your event then send out invitations with a request to RSVP so you have an idea of how many might attend, she says.

 

Making it on clients’ calendars

 

Dawson says it’s the lead-up that’s important – having multiple touchpoints. He suggests starting three months before the event. Touch points are what it’s all about – save the day and regular reminders after that.

Events are part of his marketing budget to get referrals, although he says he’s never been able to directly translate how many referrals come from the comedy event.

Even during COVID, the show must go on. Dawson delivered boxes of cocktail mixing ingredients to clients, so they could prepare their drinks while watching the virtual comedy show.

Dawson holds his comedy event every March, ahead of the spring market, to keep him top of mind. The value is to reach out to people.

And sometimes client appreciation events lead to other opportunities. Gagnier has been asked by clients to join their event, for example, a firefighter invited her to a first responder golf tournament. Gagnier set up a tent at a hole and gave away food, water, Gatorade and trail mix. Although the event is attended by only four of her clients, it gives her a chance to meet their friends and colleagues. It’s a client event that allows for the introduction of non-clients, she says.